The Communication Agencies Association of New Zealand, Gold, New Zealand Effies Awards, 2010

This case study summarises V’s 2009 brand campaign and launch of its ‘Pocket Rocket’ energy shot, which drove a huge increase in sales across all other V products, delivering 33% volume growth during ... View Summary

This case study summarises V’s 2009 brand campaign and launch of its ‘Pocket Rocket’ energy shot, which drove a huge increase in sales across all other V products, delivering 33% volume growth during the campaign period and contributing to a share increase of four points in a growing category.

2

2degrees Launch

Includes video content

Recommended by Warc editors

Trends

Best Practice

The Communication Agencies Association of New Zealand, Gold, New Zealand Effies Awards, 2010

This case study describes the launch campaign of mobile brand 2degrees, which challenged an established duopoloy in the New Zealand telcoms market. View Summary

This case study describes the launch campaign of mobile brand 2degrees, which challenged an established duopoloy in the New Zealand telcoms market. Targeting high-value pre-pay customers, 2degrees' strategy was to communicate its lower price and core proposition of "it shouldn't be that hard to stay in touch" using the TV comedian Rhys Darby as spokesperson. Digital and social media played a central role, together with TV, outdoor, print and some PR. Within six months, over 200,000 New Zealanders had signed up, more than double the pre-launch target.

3

MINI Soho - Is this your number?

Includes video content

Recommended by Warc editors

Trends

Best Practice

The Communication Agencies Association of New Zealand, Gold, New Zealand Effies Awards, 2010

BMW's MINI brand was struggling with declining consumer interest in its brand and a sharply-reduced marketing budget. View Summary

BMW's MINI brand was struggling with declining consumer interest in its brand and a sharply-reduced marketing budget. This case study describes how the car manufacturer created a strategy to encourage people in New Zealand to buy a MINI online without using a dealership or taking a test drive. Its central idea - that MINIs are highly customisable - was communicated by the development of a limited range of 15 versions of the model known as the MINI Soho. Each was given a "personality" and its own media plan. A mixture of TV, outdoor, print, online, guerrilla, experiential and online was deployed, with PR employed to create buzz and market "media firsts". The campaign aimed to generate 5,000 unique visitors to the website, mini.co.nz. In fact, it resulted in more than 38,000 visits in the first month alone, with 10 MINI Sohos sold online within six weeks.

4

Onecard mySpecials

Includes video content

Recommended by Warc editors

Trends

Best Practice

The Communication Agencies Association of New Zealand, Gold, New Zealand Effies Awards, 2010

Progressive Enterprises created highly personalised communications in a direct marketing campaign that delivered across both email and web for its retail brands in New Zealand: Foodtown, Woolworths and Countdown. View Summary

Progressive Enterprises created highly personalised communications in a direct marketing campaign that delivered across both email and web for its retail brands in New Zealand: Foodtown, Woolworths and Countdown. The campaign opened up a new, extremely cost effective marketing channel and it has delivered improved business efficiency, increased sales and improved customer engagement.

5

National Depression Initiative - The Journal

Includes video content

Recommended by Warc editors

Trends

Best Practice

The Communication Agencies Association of New Zealand, Gold, New Zealand Effies Awards, 2010

Blurring the line between marketing and medicine led to a successful National Depression Initiative campaign for the Ministry of Health in New Zealand. View Summary

Blurring the line between marketing and medicine led to a successful National Depression Initiative campaign for the Ministry of Health in New Zealand. Rather than simply telling people how to take action and leaving them to do it by themselves, the campaign integrated marketing strategy, medical expertise and personalised support to help people get through depression one small step at a time.

6

Kapiti on a Stick

Includes video content

Recommended by Warc editors

Trends

Best Practice

The Communication Agencies Association of New Zealand, Gold, New Zealand Effies Awards, 2010

Kapiti, the ice cream brand, was facing stiff competition in New Zealand’s small, cluttered premium take-home market. With the lowest levels of trial and awareness in the category, and a limited budget for innovation and advertising, entering the much larger “indulgent impulse” sector appeared to offer one solution. However, in order to compete against Magnum and Memphis Meltdown, which held a combined 80% share, creating a unique positioning would be essential. In response, Kapiti on a Stick targeted 18-34 year olds with money to spend, utilising TV to communicate its luxurious appeal. Brand attribution scores hit 70%, measured against Magnum’s 17%, and it also out-performed established rivals in terms of popular affection.

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